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Caregiver Series Part 2: The U.S. Caregiver – Asthma vs. COPD care profiles

In part two of our three-part series, we’ll review the differences among individuals who provide caregiver support for family members suffering from Asthma or Chronic Obstructive Pulmonary Disease (COPD). Part one of the series can be viewed here.

What is the difference between Asthma and COPD?

Both of these chronic conditions impact the respiratory system and can cause symptoms like shortness of breath, wheezing or cough. However, COPD is almost always associated with a history of smoking, while asthma occurs as a result of genetic susceptibility or environmental factors. Another key difference is that Asthma is most often diagnosed during childhood, whereas COPD tends to develop in people during adulthood.

Caregivers of Asthma and COPD patients have unique lifestyles, responsibilities and demands. Therefore advertisers and healthcare marketers require an in-depth understanding and the right communication strategy to reach such diverse audiences. Below is a snapshot of each group’s unique demographics, health attitudes and media behaviors created with data and insights from Kantar Media’s 2016 MARS Consumer Health Study:

Caregiver health challenges

Asthma and COPD caregivers also face challenges when it comes to maintaining their own health and wellness. COPD caregivers tend to be less proactive and in poorer health than Asthma caregivers. In addition, half of all COPD caregivers smoke cigarettes or use tobacco products. Asthma caregivers are slightly more concerned that their unhealthy habits will impact them in the future compared to COPD sufferers.

To find out more about the American caregiver, please stay tuned for our next post.

Kantar Media’s 2016 MARS Consumer Health Study is a trusted information source for reaching different patient groups and uncovering deep consumer insights. It provides stable and reliable media and healthcare data that is projectable to the U.S. population to better meet the needs of agencies, marketers, healthcare facilities, insurers and media companies. The study contains detailed information among U.S. adults including online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage